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BizReport : Advertising : October 17, 2007
Hitwise launches an online targeting tool
Online marketers may get a better glimpse of the consumers logging on to their website with a new tool from Hitwise. The metrics firm has launched a new targeting tool which is said to give marketers behavioral and attitudinal information about users.
"[MOSAIC] delivers an important advancement in tools that help marketers maximize media plans and identify new online partnerships," Chris Maher, president of Hitwise said. "Marketers are faced with increased demands from management to produce measurable and increased ROI, so knowing more about and predicting consumer behavior and preferences is critical for online investment decisions."
The platform is called Experian MOSAIC and it analyzes consumer buying behaviors and preferences while at the same time giving marketers an idea of how to better appeal to users both online and offline.
With the platform advertisers can also obtain reports on the ethnic composition of visitors to websites as well as profile and segment visitors based on their past behaviors. By identifying website visitors in this way marketers will have a better chance to appeal to more users, which should increase the ROI of various online ad campaigns.
The tool is available to advertisers in the United States, United Kingdom and Australia.
Tags: advertising metrics, online advertising, online targeting
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